PurposeThe purpose of this study is to analyse user-generated content and firm-generated content on perceived quality and brand trust, and eventually how it impacted brand loyalty with pandemic fear as the moderator.Design/methodology/approachThis study employed an online survey questionnaire method in the Facebook online shopping groups to collect the data. The filter question technique was adopted to verify the respondent's validity. A total of 434 samples was collected using purposive sampling. The data were then analysed using SmartPLS 3.0.FindingsThe analysis showed that firm-generated content appeared to have a stronger positive relationship on perceived quality and brand trust than on user-generated content. Brand trust and perceived quality are found to influence brand loyalty positively. However, pandemic fears only moderate the relationship between firm-generated content and brand trust and perceived quality. This study revealed that the main components in social media communication do not influence perceived quality and brand trust to the same extent.Originality/valueThis study contributes to the knowledge of social media communication during the pandemic period that has not been studied empirically in the Malaysian context. The main components in social media communication were delineated and the impact of pandemic fears on how they would possibly affect the established relationships in the literature were examined. This study enables the researchers and practitioners to take a closer look at how the pandemic crisis could provide a shift on what has been understood so far.
Small and medium enterprises (SMEs) have been competing for survival in the business arena among established organizations. Competitive foodservice business today requires a unique and lasting brand experience to capture customer loyalty. Despite that, earning customer trust is vital to ensure ongoing revenue and profit for business sustainability. Due to the significance contribution from SMEs in the service sector to the nation economy, this study will examine the relationship between brand experience, trust dimensions (i.e. intentions and reliability), and customer loyalty on sustainable SME brands in Malaysia. Data were collected from 220 customers through intercept survey method. The result from SmartPLS 2.0 analysis provides significant support for every direct path between brand experience, intentions, reliability, and brand loyalty. Meaningful insights from the result are provided for SME owner-managers at the discussion section.
Brand trust is a powerful asset for Small and Medium size Enterprises (SMEs) to retain good relationships with their loyal customers, to ensure their long term survival. However, SME managers first need to understand the consequences of the two unique emotional and rational components of trust on attitudinal and behavioral loyalty, because both loyalty dimensions have unique consequences for a brand's performance. Hence, this study aims to answer two research issues: (1) Do brand intentions and brand reliability influence both attitudinal loyalty and behavioral loyalty? (2) Which component of trust explains attitudinal and behavioral loyalty more? Data were obtained from 210 customers through the use of an intercept survey method on successful SME brands in the restaurant industry. The findings revealed that emotional and rational trust influenced both attitudinal and behavioral loyalty. Despite that, customers have a higher tendency to exhibit attitudinal and behavioral loyalty when a brand can be relied upon to deliver on its promises.Abstrak: Kepercayaan atas merek adalah aset yang kuat untuk usaha kecil dan menengah (UKM) untuk mempertahankan hubungan baik dengan pelanggan setia mereka, dan juga untuk memastikan kelangsungan hidup jangka panjang mereka. Namun, manajer UKM harus terlebih dahulu memahami konsekuensi dua komponen kepercayaan emosional dan rasional yang unik terhadap loyalitas sikap dan perilaku, karena kedua dimensi loyalitas tersebut memiliki konsekuensi yang unik pada kinerja suatu merek. Oleh karena itu, penelitian ini bertujuan untuk menjawab dua isu: (1) apakah tujuan dan keandalan merek berpengaruh, baik terhadap sikap loyalitas maupun sikap perilaku?; (2) Apa komponen yang lebih menjelaskan sikap loyalitas dan perilaku? Data diperoleh dari 210 pelanggan melalui peng gunaan metod e survei intercept pada merek UKM yang sukses di industri restoran. Temuan menunjukkan bahwa kepercayaan emosional dan rasional mempengaruhi loyalitas baik sikap maupun perilaku. Namun, pelang gan memiliki kecenderungan lebih ting gi untuk menunjukkan sikap loyalitas dan perilaku ketika sebuah merek dapat diandalkan untuk memenuhi janjinya.
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